History of john lewis christmas adverts

British advertising campaign

The John Lewis Christmas advert is an ongoing television advertising campaign released by British department store chain John Lewis & Partners in the build-up to Christmas.^[1] John Lewis & Partners launched their first Christmas advert in 2007.

It has since become something of an annual tradition in the UK,^[2] and one of the signals that the countdown to Christmas has begun.^[3][4][5] The adverts tend to attract widespread media coverage and acclaim upon their release.^[6] Between 2019 and 2020, the advert has promoted both John Lewis & Partners and Waitrose & Partners.

The songs used in the advertising campaigns are frequently covers (excluding 2018, 2020 and 2023) of existing songs by different artists. They have often reached high positions on the UK Singles Chart, and the original versions often receive a sales boost.^[7][8